Marketing Attribution

Understand which marketing channels drive conversions.

Attribution Models

First-Touch

• Credit to first interaction
• Good for awareness measurement

Last-Touch

• Credit to last interaction
• Good for conversion measurement

Linear

• Equal credit to all touchpoints
• Fair but not insightful

Time Decay

• More credit to recent touchpoints
• Balances awareness + conversion

Position-Based (U-Shaped)

• 40% first, 40% last, 20% middle
• Recognizes awareness + conversion

Process

Step 1: Track Full Customer Journey

• Use UTM parameters
• Track referral sources
• Log touchpoints in CRM

Step 2: Choose Model

• B2B (long sales cycle): Multi-touch
• B2C (short cycle): Last-touch OK

Step 3: Implement

• GA4: Configure attribution model
• CRM: Track lead source + all touchpoints

Step 4: Analyze

• Which channels drive most conversions?
• Which channels assist?
• Optimize budget allocation

Output

Attribution model recommendation + implementation guide.